Exploring Entrepreneurial and Innovative Sports Opportunities During and After the Corona Crisis

Purpose: Coronavirus has affected all sectors of the global economy, but particularly the sports industry, given its social nature, is affected by the Covid Crisis. Therefore, the research aims to analyze the entrepreneurial and innovative sports opportunities in the corona and post-corona crises. Methodology: Research is applied based on its purpose. The method of this research was qualitative and based on the grounded theory. Data were collected using semi-structured interviews with 14 research experts. The research samples were selected using the snowball method. Then, the results of the interviews were analyzed using Max QDA software and based on the coding method with a structuralism approach. The review and monitoring were performed periodically to ensure the accuracy of the extracted codes. Findings: The research categories were divided into four main groups: 1- Supply and demand conditions, 2- Production factors, 3- Competitive context and strategy of the firm, and 4- Related and supporting industries. Originality: Findings show that sports innovation and opportunities in the corona are affected by four factors. So, the analysis of the sports entrepreneurial and innovative opportunities in a threat called the corona crisis is a step to provide entrepreneurship in sports to continue the positive effects in the post- Corona era.